Sally Smith is a member of the marketing team for Dave's Deli. When developing the Deli's annual marketing plan, she notes that Dave's Deli has the highest quality sandwiches in town, and has even been named the best sandwich shop by the Gainesville Sun. Another competing sandwich shop is going out of business this year, which could enable Dave's to gain some of their market share. Dave's Deli, however, is a little on the pricey side, since their costs are so high. They've also noticed a profusion of Subways popping up. What component of the marketing plan is Sally formulating